Eileen Yu

APAC Editor

Eileen Yu is APAC editor for ExchangeWire where she covers the Southeast Asian and Australian markets, focusing on content related to programmatic, advertising and marketing technology. Based in Singapore, Eileen has more than 20 years of experience on several major technology publications including ZDNet and Computerworld Singapore. Her extensive background in the enterprise technology industry enables her to provide a unique perspective of the programmatic market, particularly as digital advertising in APAC becomes more reliant on technology and data. Prior to her current role as a freelance journalist, Eileen was senior editor at ZDNet where she managed the regional editorial team and blogger network, and led the Asian editorial direction for the website. She has moderated high-level panel discussions and has been an invited speaker at digital/online media conferences. Eileen trained under the Journalism department at The University of Queensland, Australia. There, she earned a Bachelor of Arts (Honours) degree in Journalism and English, and wrote an honours thesis titled, "To Censor or Not: The Great Singapore Dilemma".

Articles by Eileen

• Singapore Startup Wants to Help 'Bricks' Target Audience via Location

  6 years ago News

  

  Despite the rise of e-commerce marketplaces, traditional retail players still can compete successfully if they have the right tools to better target consumers in the physical realm. This is where Singapore startup WhereIsWhere hopes to step in and offer location-based services, [...]

  E-CommerceIn-storeLocationMobile

• TWG Tea Balances Need to Be Omnichannel, Whilst Remaining a Luxury Brand

  6 years ago News

  

  TWG Tea is looking to build out an omnichannel e-commerce site with the aim to offer free shipping across all locations; but, in doing so, is cautious about ensuring it continues to be seen as a luxury brand. The Singapore-based [...]

  Customer ExperienceDataE-CommerceIn-storeLoyaltyMobileOmnichannelPersonalisation

• AU Broadcasters Looking to Build Briefing Portal; Alibaba Buys Stake in Digital Marketing Firm

  6 years ago News

  

  In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: AU Broadcasters Looking to Build Centralised Briefing Portal; APAC Luxury Online Ad Spend Grows 25%, Though Print [...]

  Ad TechAdvertisingAPACAustraliaChinaDigital MarketingMarketerMedia SpendOOHVideo

• APAC Sees Growing CTV Demand, But Lack of Standardised Audience Verification Plagues Market, Q&A with Juliette Stead, APAC VP, Telaria.

  6 years ago News

  

  Demand for connected TV (CTV) is growing across Asia-Pacific, but the lack of audience verification standards and viewability metrics remain key challenges that need to be resolved. Furthermore, media buyers need to better understand audience behaviour so they can reach valuable [...]

  AdvertiserAdvertisingAPACAudienceProgrammaticPublisherTVVideo

• Weekly Focus: Alibaba to Overshadow Chinese Competition with 58.2% Market Share

  6 years ago News

  

  This week, China's top 10 e-commerce players have been unveiled and are expected to account for more than 85% of the country's total online retail sales by year-end, with Alibaba taking pole position. The market leader is expected to grab [...]

  AlibabaChinaCustomer ExperienceE-CommerceIn-storeLocationPersonalisation

• China to Spend Most Time Watching Online Video; AU Users Find Most Biz Experience Disconnected

  6 years ago News

  

  In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: China to Spend Most Time Watching Online Video; AU Users Find Most Biz Experience Disconnected; IAB SG [...]

  Ad TechAdvertiserAdvertisingAgencyAPACArtificial IntelligenceCreativePersonalisationVideo

• APAC Publishers Should Tap Advanced Analytics to Get Due Returns

  6 years ago News

  

  Publishers that assumed they closed on a great sale might find out otherwise if they had used advanced analytics to more accurately value their assets. In this industry byliner, Oath's Asia-Pacific head of platforms Erin Chao discusses the merits of [...]

  AnalyticsAPACDataMeasurementMonetisationProgrammaticPublisher

• Singapore Traditional Retail Not Dead, Just Lacking Imagination

  6 years ago News

  

  Traditional retail has been on a dismal track in Singapore, with stores closing and global brands leaving the market, but the challenge may lie in how retailers really are engaging their customers and if they are tapping the right tools [...]

  AudienceCustomer ExperienceDataE-CommerceIn-storeOmnichannel

• Weekly Focus: Grab Introduces Grocery Delivery Service & Opens Platform for Third-Party Services

  6 years ago News

  

  This week, ride-sharing operator Grab has further expanded its offerings to include grocery delivery as well as unveiled a suite of APIs (application programming interfaces) to allow other companies to integrate their services with Grab's platform. The grocery service, called [...]

  Customer ExperienceDataE-CommerceM-CommerceMobilePaymentPersonalisation

• AU Consumers Slow to Act on Privacy Concerns; Singapore Programmatic Ad Spend for Travel Audiences Grows 280%

  6 years ago News

  

  In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: AU Consumers Slow to Act on Privacy Concerns; Singapore Programmatic Ad Spend for Travel Audiences Grows 280%; [...]

  Ad TechAdvertiserAIAlibabaAPACAustraliaChinaDataMedia SpendProgrammaticRetargetingSingaporeTargeting